What liquids can I bring in my carry on luggage?

I am only taking a carry on (not checking) and I have some beauty products that are larger than 3 oz. Can I put them in small unmarked bottles or in plastic bags, or does everything have to be in a store bought bottle? Does the stuff in my purse count toward that pint-sized ziplock bag limit? Does deoderant and toothpaste count? Eyeshadow in a tube? I am only going for 3 days and don't want to buy stuff there.